Director Ramon J. Goni explains the concept behind the campaign:
"The process of walking is a perfect mirror to a creative person's identity: it is about observation, but more importantly perhaps, it is about the experience of moving forward, it is about change and progression, it is about the transition into the future. Artists, musicians, and designers' identities are never static - they are in constant evolution. So, it is more about the act of walking than it is about the places you are going to. It’s about PROCESS."